A wakeup call for everyone who has content marketing on their “to-do” list
Earlier this year, I published a list of some of the most striking content marketing statistics that all marketers and business owners should know:
76% of content marketers state that they plan to produce more content this year than last.
51% of marketers plan to increase content marketing spending this year.
72% of content marketers have made it a priority to create more engaging content, and 65% have made it a priority to better understand what content is truly effective.
Overwhelmingly, these statistics reflect the fact that marketers understand the important role content marketing can play in their campaigns and see the value in investing in it as a business strategy. But let me ask you a question…
Are you actually doing content marketing, or are you just reading about it?
Reading Does Not Equal Action
Back in 1999, researchers at the University of California, Los Angeles followed a group of freshmen students to test whether or not visualizing themselves getting good grades on an exam would actually improve the students’ performance.
Spoiler alert… it didn’t. In fact, the students who used the visualization exercises designed by the researchers actually did worse on their tests.
Ali Luke of Pick The Brain offers one possible explanation for the results: “Think of it this way: if you spend a lot of time imagining that perfect future, you might start feeling a bit too sure of it.”
Basically, you’re tricking your mind into thinking you’ve already done something and that no further work is required. I’d be willing to bet that the same thing is happening with your content campaigns.
Reading an article about content marketing strategies might make you feel like you’ve accomplished something. And yes, studying best practices is important – taking action isn’t that effective if you’re taking actions that have become outdated.
But reading alone doesn’t put content on your website. It doesn’t create the viral lead magnets that’ll earn your business new customers and subscribers. Only action can do that.
Read the rest by Sujan Patel